Chinas mobile phone market access patterns and the evolution of.docVIP

 PAGE \* MERGEFORMAT 13 China’s mobile phone market access patterns and the evolution of The potential of the domestic mobile phone market growing emergence of more intense competition in the market, the market will re-form a new pattern. Terminal getting smaller and smaller differences in fighting techniques at the same time, channel competition. ‘Mobile phone war in the final analysis can be seen as competing channels’, can be said that the channel competition in the market competition has become a key mobile phone. 1, the channel pattern of the basic characteristics 1, 12 line-level channels, the market showed a flat trend. Distribution is the need for profit as its operating space, and distributors, as well as lower levels of distributors, needs to have its own profit margins. Channel is too long, the current profit margins no way to support, so there is a growing level of flat trend channel. At the same time, the distributor channel market is the most in-depth end of the market by increasing tension, reducing the pressure channel, from the root up straighten out the entire supply chain. Two, three or four line-level channels are still there is room reservations. Agents management experience is still an advantage, you can be deep-level channel management experience, was cloned into the low-end market. 3, terminal market, diversify. Mobile phone chain stores, large appliances chains, large-scale comprehensive shopping malls and at all levels of distributors. Chain into a leading professional sales. In 2003, mobile phone hypermarkets, professional chain stores and appliance chain enterprises, new forces involved in mobile channels, breaking the original system of distribution channels. In the channel system, the process of integration, mobile phone sales dwindling profits. Relatively small-scale mobile phone retail shops have been out of the market, while the mobile phone hypermarkets, specialized chain stores and appliance chains and further suppress th